"Webbiquity" is about being everywhere online when and where buyers are looking for what you sell. It's what I help B2B clients achieve through a coordinated strategy of SEO, search marketing, social media, brand management, content marketing, and influencer relations, supported by the right marketing technology.

Though Twitter is still the third-most popular social media platform according to eBizMBA, speculation about the company’s struggles abounds. News outlets from CNN to Wired to TechCrunch to The Verge have detailed Twitter’s struggles to grow its user base, increase advertising revenue, and innovate new products.

Image credit: Scott Hampson

Still, Twitter’s best days may be ahead of it. First, it occupies a unique position among the leading social networks: Facebook is for family and friends, LinkedIn is for work, and Twitter is for news. No other platform can match its brevity and immediacy for amplifying breaking news and fresh content.

Second, it has unique features, such as Twitter lists, which can be very powerful for marketers if used strategically.

Building a great brand is the holy grail of marketing. It enables your business to occupy a sizeable amount of public mindspace and consistently drive more customers.

A memorable brand is self-propelling and can grow a business to dizzying heights. Consider the brand value of companies like Apple, Whole Foods, and BMW.

Image credit: Nick Youngson

Many marketers believe that brand building is only for B2C companies like Nike, Coke, and Facebook. But’s it’s also vital for businesses like Microsoft and IBM that drive a significant amount of revenue from B2B customers.

Brand building for B2B businesses is a little different from that for B2C companies. It’s not about being the coolest company in your industry, it’s about thought leadership. B2B prospects do a significant amount of research before they decide upon a solution. So you need to make them aware of your presence early on, and convince them that your brand understands their problem and has the solution.

Link building has played a crucial role in SEO since the early days of search. But as search ranking algorithms have gotten more sophisticated, both quantity and quality are now essential when building (or earning) links to increase the search competitiveness of a website.

While publishing quality content and search-friendly meta data are certainly valuable to improve search rankings, building links from reputable and relevant websites is another vital strategy to ensure that Google will rank your site highly in search engine results pages (SERPs).

Link building can be very challenging to implement properly, but doing it right can immensely enhance how the search engines view your website. Consequently, it’s important to know the different link building techniques to ensure that you optimize the time, money, and effort that you invest in undertaking this endeavor.

Marketing software allows you to automate processes and otherwise free up your time, while enabling you to remain on top of lead generation, nurturing, and all the rest of the tasks that consistently fill up your calendar. However, with all the marketing software you have to choose from, you owe it to yourself—and your organization—to be a little selective in your B2B marketing technology choices.

Influencer marketing is becoming an increasingly popular, and powerful, tool for marketers. As recently noted on the V3*Broadsuite blog:

“The beginning of the year brought the usual deluge of posts about trends and predictions for marketing in 2017. A common trend across quite a number of these posts—including pieces from Forbes, Entrepreneur, NewCo Shift, and AdWeek—was increased use of influencer marketing.”

According to Google Trends, search interest in the term really began to take off in early 2016. Average weekly searches for the phrase have quadrupled over the past 18 months.

Yet like a hammer (or more extremely, a chainsaw) influencer marketing is a tool that can cause more damage than benefit if not used wisely. To quote Voltaire (maybe Spider Man—but probably Voltaire), “With great power comes great responsibility.”

The tactic is hardly new, with more than 70,000 articles and blog posts devoted to it. But it is still, far too frequently, poorly executed.